Mike Sullivan is president and CEO of LOOMIS, the country’s leading challenger brand advertising agency. For more than 30 years, he’s helped some of the country’s most successful companies build their brands. Michael Tuggle is an award-winning creative director and writer with more than 25 years in the ad world building brands and growing companies. Their new book is The Voice of the Underdog: How Challenger Brands Create Distinction by Thinking Culture First (BizComPress, Aug. 10, 2020). Learn more at theloomisagency.com.
Want to Build a Better Brand? Start with the End in Mind
The brand and the culture you build are inextricably linked to the experience you deliver to your end consumer. That experience can be unbelievably positive. But it can also be catastrophically negative. The good news is that you have control over how that narrative unfolds. All you have to do is …
